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Suppliers Get Sage Advice
NACS Magazine Supplier Connect Column
Heather Killough
January 2008

As a supplier attendee at the NACS Show, hopefully you didn't miss the educational session geared specifically for NACS supplier members and attendees. For a second time, the NACS education line-up featured a panel workshop led by David Bishop, a partner at Willard Bishop Consulting. The session was second in a two-part series that covered the basics (and not-so-basics) of selling to NACS retail members.

The 2008 session offered suppliers insight into the bidding process and dealt exclusively with the challenges of selling "not for resale" products. Not for resale encompasses technology, equipment, services and virtually anything else that is part of a convenience retail outlet, but doesn't have a consumer price tag on it.

Content spanned many topics and the panelists included: Jenny Bullard, CIO of Flash Foods, a retailer with 172 stores in Waycross, Georgia; John Zikias, COO of Impact 21 Group, which specializes in consulting to industry retailers and suppliers; and Ron Coppel, vice president of business development at Eby-Brown, a consumer products distributor to convenience stores.

Early in the session, Coppel stressed the differences of selling to convenience retailers versus other retail formats, "Expectations are dramatically different with smaller box retail. It is completely different than calling on mass merchandisers or drug store chains." To help suppliers deal with the difference in format size, Coppel offered, "This channel mandates that items be sold in smaller quantities and the level of in-store support is critical to your success."

After the panelists challenged the audience to adjust their sales process to make it more specific to the convenience channel, the focus turned to the bidding process. Bullard advised, "It is very important to know our industry and build relationships with the Flash Foods team. We want you to understand our business." Bullard also reminded the audience that "every chain is different and has special needs" and that Flash Foods values suppliers who take the time to understand their unique business challenges and strive to know their people.

There was general consensus among the group that knowledge of the industry and its nuances are the key to being successful in selling to convenience and petroleum retailers. Zikias highlighted the importance of gaining an intimate understanding of the convenience retail model, suggesting that this knowledge allows a supplier to focus on solving problems for retailers, not just making a sale. Zikias said, "Don't think of it as selling a cleaning product. Sell your client a 'cleaning solution' for the whole store. Make it simple and help solve their problems." This model offers differentiation for a supplier when selling a product with many competitors.

Of course, with all the talk about getting to know the industry, attendees were eager to learn how they can get smarter about retailers and their business. Zikias again offered a wealth of suggestions including attending the NACS Show and participating in the association. Other ideas mentioned: serving on committees and boards, attending industry events and functions, and especially attending workshops. By focusing on workshops, even those that seemingly have little to do with your product line, you can offer savvy supplier insight into the challenges of the retail world.  

Another suggestion that got the attention of many attendees was getting out and visiting stores. Talk to store managers and staff and truly understand what happens at the store level. Bullard also stressed the importance of supplier Web sites that offer content about products for sale, current contact information and additional features and pricing for products. Use registration screens to secure sensitive information and then use the information for follow up. In early 2008, NACS will offer NACS Connect 365, an online service that will do all this and facilitate the retailer-supplier relationship, allowing suppliers to showcase information and retailers the ability to search for new supplier relationships.  

Coppel offered sage closing advice to the audience by reminding them that it all goes back to "sales 101; don't be afraid to just pick up the phone and make the call." Coppel encouraged attendees to use their diligence and knowledge-gathering to be smarter about the sales process and be a resource for their customers, not just someone trying to make a sale.